To scale engagement, make social media part of everyone’s job. The best practice interviews have a common theme — social media is no longer the responsibility of a few people in the organization.
I agree wholeheartedly that social media shouldn’t be the monopoly of any single functional group and it should be dispersed across the organization. While cross-functional social media engagement may be a best practice, the reality is that many enterprises still struggle with this and here’s why:
#1 We are what we do: At most companies, employees are hired for their roles based on their skill set/expertise/experience/interest (Granted, interest is a stretch, given the current economy…). While, there are plenty of geeks/technical folks who are exceptional bloggers but that doesn’t mean every engineer is cut out for social media engagement. As a result, folks who typically end up blogging and/or engaging in social media for their companies are from marcomm or PR because they are the “communicators” by virtue of their role.
#2 That’s not my job: In highly siloed organizations, outside of the traditional marcomm and PR roles, the company culture doesn’t encourage direct interaction with customers even with traditional channels, let alone social media. So again, it’s left to marcomm and PR team to continue engaging via social media sites/tools as they did with the old media because it’s part of their job. Plus, there’s no financial or other incentive for employees from non-related functions to engage in social media so it’s not all that surprising that they shy away from it.
#3 What’s up with the time, doc?! I had previously blogged about an enterprise social media discussion panel, where in the post-discussion Q&A, Ken Kaplan from Intel emphasized that getting employees to engage in social media continues to remain a challenge. The reality across companies, regardless of size, is that there are fewer people to do the same amount of work. With the onslaught of harsh layoffs, more is expected of the employees who are left behind. And unless you’re in denial or clueless about social media engagement, it won’t come as a surprise that social media needs significant time commitment. So, if it’s not part of their job description, there’s no motivation for non-PR or non-Marketing employees to spend any additional time blogging or tweeting.
#4 Are you being “social” or slacking off? There’s still a disconnect between reality and perception of social media as a productive use of time. It goes back to #3 – when there are limited resources, managers typically want their staff to focus on their core function. Across companies, there are trailblazers who are passionate about social media and spend hours after work – blogging, tweeting on their own time. It’s great to see the passion but in the long-run, it’s just not sustainable and once the initial enthusiasm wears off, social media engagement also languishes.
#5 Is that my neck on the line? Many corporate social media sites and user accounts have fine print aka legal disclaimer attached to it, that exempts the company from any liability arising from the employee’s social media activities. So in other words, companies have taken advice from the so-called experts in “trusting” their employees to engage but don’t necessarily stand behind them when these employees screw up in the line of duty. Anyone else see a big problem with this?!
Bottomline: Companies need to start walking the walk when it comes to social media, not just talk the talk. Here’s how smart companies encourage social media engagement across their organization:
– Pro-actively seek out employees who have great product knowledge and/or are exceptional at engaging with customers, regardless of which functional area they are from.
– Team up the SMEs with communicators and PR professionals to create cross-functional cohorts that offer customers a well-rounded perspective not just fluff or technical jargon.
– Assign clear goals for social media activity tied to the business objectives and make it part of the employee’s role.
– Align compensation with social media goals to recognize excellence in customer engagement.
– Integrate social media into business and organization goals so that it’s not something that employees do on their lunch hour.
– Provide extensive training to these employees and stand behind them when they make a mistake, not hide behind legalese.
– Last but not the least, encourage employee culture where social media is not just hype or a campaign but rather a customer-centric state of mind.